Next-gen Textile Materials in Fashion - A qualitative study examining challenges and opportunities of fashion entrepreneurs using next-gen textile materials

Abstract

The fashion industry's miseries concern environmental as well as social injustices harming the planet and its inhabitants. The system's unsustainable practices have made it a significant contributor to climate change, with material production being by far the largest source of greenhouse gas emissions across the nine stages of the fashion lifecycle. Fortunately, there is potential for innovation in this particular segment with the usage and development of next-gen textile materials which are characterized by being more sustainable and predominantly animal-free compared to those materials in current usage. Especially fashion entrepreneurs pushing for an industry-wide adoption of these materials with their products. However, attempts to scale are encountering challenges. Through a qualitative research approach following a multiply-chase study research design, this thesis sets out to understand why fashion entrepreneurs using next-gen textile materials fail to grow their ventures to support a much-needed industry-wide adoption of next-gen textile materials. Through a sustainability transition perspective on the fashion industry, the usage of those materials can be defined as a part of sustainable fashion. To address the research question, six semi-structured qualitative interviews with fashion entrepreneurs using next-gen textile materials were conducted. The result found eight areas in which those entrepreneurs face growth challenges. Based on an exploration of those challenges, areas of opportunities with high practical relevance have been developed. Together with the found challenges, they are intended to support next-gen textile fashion entrepreneurs to increase their venture's growth potential and survival chances.